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Gorilla Sports
Pro Shop
The Challenge:
Gorilla Sports is a successful chain of health clubs.
Each club has a Pro Shop that sells clothing, nutritionals
and exercise accessories. Lazlo Marketing was asked
to increase revenues at a Pro Shop in a San Francisco
facility.
The Solution:
Lazlo Marketing uncovered two problems through customer
surveys and competitive research. The Pro Shop's location
in the facility was in a darkened corner and was not
inviting to the club members and the quality of the
inventory was poor compared to competitors in the
area.
The best inventory was moved to the
lobby for better viewing by entering club members
and failing products were eliminated from inventory.
To improve quality, a new product line was introduced
and was promoted through sampling and couponing during
heavy visitation periods.
The health club had several personal
trainers and exercise instructors on staff. These
influencers were enlisted to educate the members about
the improved nutritional product line.
The Result:
• 7% increase revenues over three consecutive
months
• Increased visitation into the Pro Shop
• Improved inventory has led to approval by key
influencers within the facility
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